You're the one everyone brings the hard problems to. Who do you bring yours to?
I help leaders untangle the problem that's been stuck, simplify it, and if you want, build the fix. Twenty years doing this at BBC Sport, Prime Video and DAZN, now for the small and mid-sized teams that have outgrown the duct tape.
A few things I hear most weeks.
You're busy, the work has piled up in odd shapes, and you can't get a clean look at what's really going on while you're the one holding it all together. That's the bit I'm good at.
- 01"We keep circling the same decision and never quite land it."
- 02"There's a big idea in here somewhere, but nobody's had time to shape it."
- 03"Everyone has a different version of what the problem even is."
- 04"Our website looks fine, but enquiries have dropped and nobody's sure why."
- 05"We launched something new and it hasn't landed the way we hoped."
- 06"The team's spending half their week on admin that should take twenty minutes."
- 07"I've been told I should be using AI, but I've no idea where to start."
- 08"I'm still doing things in the evening that the business should handle in the day."
If you nodded at any of those, you're in the right place. None of it is your fault. It's just what happens when a business grows faster than its plumbing.
What I help with.
We work it out together, in a room
Bring me the messy problem. The one with three half-answers and no owner. I run a facilitated session that gets everyone talking straight, pulls the real issue into the open, and leaves you with a plan you can act on that week. This is the part most consultants skip, and the part that changes things.
Good for: teams that are stuck, decisions that keep getting deferred, or a big idea nobody has had time to shape.
We design the experience and test it with real people
Once we know what we're building, I design it properly. Sometimes that's a product people click, sometimes a service people move through. Either way I make it real enough to test, so you can put it in front of the people who'll use it and change it based on what they do rather than what anyone guessed. You see it working before you commit to building it for real.
Good for: new products, new services, redesigns, or an experience that keeps losing you customers without you seeing where.
Then I build it and take the boring work off your plate
When the thinking is done, I make it real. Websites, tools, and automation that handle the repetitive jobs so your team gets their week back. This is the delivery end. Useful, but it comes last, once we know it's the right thing to build.
Good for: manual processes, admin that eats your evenings, or a site that is holding you back.
The work happens between people, not inside a tool.
The useful part of my job has never been the software. It's sitting with you and your team, asking the question nobody has asked out loud, and finding the simple idea hiding under a complicated mess. Twenty years in, that's still the thing that moves the needle.
I'm good at making hard things feel simple, at getting a quiet room to open up, and at being straight with you even when it isn't what you hoped to hear. No jargon. No theatre. No consultant in a branded hoodie telling you to synergise.
Tools change every year. People are still the point.
In the room.
Workshops, panels, and the messy middle where the real work happens.
AI does the lifting. It does not do the thinking.
Everyone is being sold AI this week. AI is a delivery tool. It's very good at speeding up a build, drafting the first pass, and clearing repetitive work out of the way. It's useless at knowing what your business needs, reading a room, or deciding what matters. That part is human, and it always will be.
So I use AI where it saves you time and money, and nowhere near the decisions that need judgement. You get the speed without handing your business to a machine that has never met your customers.
Ways to start.
It starts with a conversation. You only go further when it earns its place. A workshop can be booked on its own, whether or not anything gets built afterwards. See what each one includes.
- 01
Spark
£150A focused hour on the problem, and a straight answer on what to do about it.
- 02
Workshop
From £3,000A facilitated day that gets the team to a plan they believe in.
- 03
Foundation
From £2,000Design and test the fix with real people before you commit to building it.
- 04
Engine
From £1,000/moThe full build, plus the automation that takes the repetitive work off your plate.
Twenty years at BBC Sport, Prime Video and DAZN. Same craft, smaller businesses.
Who I've worked with.
hundo, Hope Solutions, LazyBrain, SuperConnectors, Heracles Health, Body by Ciara, and a steady stream of small businesses doing real work in the real world.
What it’s like on the other side of the work.
“Scott doesn't just advise. He rolls up his sleeves and builds with you. The impact on our team was immediate.”
Hi, I’m Scott Byrne-Fraser.
Smart teams get trapped in their own thinking. They're too close to the work and too busy to step back. I help them break the pattern and move forward.
That might be a workshop with your team, one-to-one coaching, or training that shifts how your culture approaches problems.
My background is in service design, digital product design and design thinking, with design leadership roles at the BBC, Amazon Prime Video and DAZN before I moved agency-side to work with clients of every size.
I started in design and I've kept that lens ever since. From designer, to lead, to design leadership, picking up strategy along the way and using design thinking to work through problems across team, culture, technology and customer experience.
I say it as it is. I'm also neurodivergent, which means I see problems from angles most people miss.
Launching something new? There's a separate launchpad track for founders at the idea stage. Learn more.
Questions, answered straight.
A couple of the things people ask most often.
- Will AI fix my business?
- No. AI won't fix your business. It scales whatever you've already got. Get the foundations right and it gives you hours back every week. Get them wrong and it just makes your mess faster.
- How do we start?
- With a free call. It isn't a pitch. We talk about what's going on in your business, where it's starting to creak, and any burning questions you have, then where I might help. If it makes sense, the next step is usually a Spark session: a paid, focused hour where you leave with something you can act on the next day, whether or not we ever work together again.
Got a problem that's been sitting on your desk too long?
Bring it to me. Worst case, you leave with a clear next step. Best case, we fix it together.
Get StartedPrefer email? scott@productofexperience.com